Digitas's new video-focused brand content unit, The Third Act, unveiled its first product this week -- "The Smart Show," a twice-weekly web series from Holiday Inn Express.

This is the second season of "The Smart Show," which offers tips to frequent travelers while also rewarding them for staying at Holiday Inn Express hotels. Digitas handled the first season of the show before the creation of The Third Act, and although the series wasn't a failure, it lacked the reach the agency was going for.

"Last year, essentially we had no idea what we were doing," creative director Ben Jones told ClickZ. "We were inventing it as we went along."

Although the campaign still centers on the webisodes, which run around 7 minutes each, the second season integrates new interactive aspects such as the "Need-er-ator," a tool that lets users ask travel-related questions that are answered by other members of the community. There are also incentive programs that let frequent Holiday Inn customers cash in points for products, which are offered at a deep discount exclusively to the show's viewers.